On 20 May 1873, the world’s first blue jean received its official patent – a day now commemorated each year as “501 Day”. What was once a utilitarian uniform by Levi’s has become the fit favoured by everyone from pop stars and politicians to tech rebels and rockers – and it’s the blank canvas for the creative expression of style-setters.
To celebrate 149 years of epic denim, Levi’s hosted a 501 Day event at Levi’s Haus of Strauss Africa, setting the stage for the icon’s 150th birthday in 2023. Levi’s honoured the iconic Levi’s 501 jeans with a space that immersed guests into the world of 501.
The event experience began with interactive stations such as tote bag laser printing, where guests were able to select a design to be printed on a unique denim tote. There were also 501 fortune cookies, and a station where you could write a postcard for a friend. Guests then journeyed through a 501 denim tunnel that signified the road to 150 years. Additional spaces at the event included some insight into 501 history and an outdoor projection area to enjoy an array of 501 content.
Check out pics from the day below.